Re/Run 2025 – March

This article is part of Electric Cable Car’s RE/RUN 2025 – The Year in Review.
This was March 2026 in our world of trail running and mountain culture.

Trail running news in March of 2025 led with a blockbuster partnership announcement by Sabrina Stanley. Calls for non-endemic sponsors had been loud in recent months, but no one saw this one coming: Sabrina signs with OnlyFans. And maybe no one thought through what it would me for a sponsor to enter the sport that didn’t actually get trail. Or rather, wasn’t approved by the current voices in our sport. This announcement had lots of podcast ink being spilled where men wondered how to hide their credit card charges from their partners. But all jokes aside, OnlyFans is getting into sports marketing to clean up their reputation and expand their subscriber count. Although what this story meant for our sport turned out completely different. Fate has its own ideas and Sabrina was diagnosed with cancer later in the year and largely went private as a result.

Conversations in the trail media turned a bit inward (maybe because not too much else was happening) and a larger conversation ensured around the question of “what is content“. This ranged from the use of AI in marketing and brand storytelling, to folks rediscovering printed media and jumping into book and magazine publishing – with varying results in both instances. But people also voiced their opinions around the influence of trail media and calling especially on Europeans to not let their sport be dominated by American (English-speaking) voices. To cap it off, one of my favorite blog posts of the entire year was written by Joaquin Lopez on his UTMB race and on meeting Vincent Bouillard.

And to close things out: Pine to Palm bids farewell and TrailCon expands, which sort of signals a shift in the events landscape of our sport.

This post is part of Electric Cable Car’s RE/RUN 2025 – The Year in Review. I’ll be dropping the April edition in the coming days. To catch up on all of them visit Re/Run.